What are keywords and how to choose them properly using Keyword Planner

This entry is part 2 of 9 in the series Internet Business: Analytics and SEO/SEM - Season 2

Choosing the right keywords is very important because we can have high results in the search engine, but we will not have the right conversions. That is why choosing the right keywords for our website is so important. We will check how to do this using Keyword Planner.


What are keywords

Keywords or keyword phrases are words that, when entered into a search engine, eg Google, can search for information on websites. Keywords in the general form are 1-2 words long, and long tail keywords are 3 words or more. It is after the keywords are placed on our website that the User using the search engine by entering our keyword can find the topic you are looking for on our website.

Google keyword planner

We will use the keyword planner from Google, in order to have access to the keyword planner, we need to create Google ads campaigns and switch from smart mode to expert mode. The smart mode is always the beginning, after entering the Google ads panel, click on the settings in the upper right corner, and at the bottom of the list, click on the go to expert mode button. It is worth remembering that we do not have to return to intelligent mode after switching to expert mode.

Google Keyword planner example

In the Google Ads panel, click on Tools -> Planner -> Keyword Planner on the left. Two tiles will appear. Click on “Learn new keywords”

Then, a field will appear for you to enter a keyword or several keywords that come to mind.

After generating the result. A list of key phrases will appear, we need to check the location, language, and period of the given keyword results. By selecting the period, we can check whether the given keywords are not seasonal.

We can move on to keyword analysis after defining the period location and language. The keyword(s) you selected will appear at the top. We entered one keyword “car detailing”.

We can check e.g. how keyword car detailing has average monthly search volume, its competitors, and bid per keyword in Google ads. It is best to choose keywords that have low competition and a large number of monthly searches. But still, such a keyword will not give us a guarantee that it will convert well, it may turn out that you will have a lot of clicks and views, and they will result in a small conversion. Then you will have to decide whether it is worth investing in such a keyword.

After entering the keyword, a list of suggested keywords appears below. From this list, you can select suitable keywords based on our analysis. It’s valuable to explore phrases like long tail, which consist of more than 2 words, as they can be particularly relevant. Such keywords are obviously easier to position, and they can be more converting than such general keyword phrases.

To quickly analyze whether the selected keyword is worth positioning, it is necessary to create a Google Ads campaign. This will allow us to quickly check which keywords convert best and which words are the best to position. Keyword positioning is a long-term job, it would be a pity to work on positioning a given keyword without any effect.

Keyword Planner – Summary

To improve our visibility in the search engine, we must carefully choose the right keywords for our website. Furthermore, we should reinforce them to attain the highest position. Choosing the right words for our industry the first time can be difficult. This challenge is compounded by the varying sizes of our competition. It’s ideal to opt for keywords that frequently appear but have low competition. To do this, it is worth targeting long-tail keywords. After choosing words and implementing them on our website, you need to constantly build your position and check whether our key phrases convert properly.

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This series is cross-published in SOWER Blog. It is created as non-paid cooperation as workload exchange. In this season, you can read half articles written by a Blogelist representative and the second half by SOWER.

The Original Polish version of this article is published in SOWER Blog here.

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